Design Lead · Jakarta, Indonesia

Design Lead who kept shipping while the team went from 15 to 4.

4+ years leading design teams and 8+ years in product design. I ask what the evidence says before I ask what looks good.

CurrentlyDesign Lead at Moladin
PreviouslyProduct Design Lead at Ruangguru
IndustriesSaaS, fintech, property tech, e-commerce, edtech

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By the numbers

Team size, industries and outcomes.

4+ yearsleading design teamssince April 2022
10+designers led at Ruangguruacross 2 business units
4verticals led at Moladin todaywith a 4-person team
15 → 4designers through company pivot50+ projects per quarter

Selected work

4 case studies.

Each one starts with the constraint and the team, names the decision I made, and ends with the outcome.

Case studyMoladin2024

Leading a design team through Moladin's pivot

Design leadership
Fintech
Team scaling

Design LeadMoladin2024Leading a design team through Moladin's pivotThe existing verticals kept shipping, and four new initiatives went out, while the design team went from 15 people to 4. The team stopped working in silos and started working with the business.Dealer financing: 0 → 5,000+ usersTeam scaled 15 → 10 → 4 designers, with 4+ existing verticals still shipping

Miro board from the elementary-school ideation session, showing the problem brief, participant areas and the day's rundown.

Product Design LeadRuangguru2022Getting Ruangguru users to find the product that fits themNobody explored the homepage, so the products that fit a student's actual use case stayed invisible. We ran a workshop-led discovery, tested three concepts, and shipped a learning-mode homepage to 100% of users after A/B validation.Shipped to 100% of users after A/B validationA/B: conversion +2.9%, engagement down 3%. The trade we accepted

Admin-side invoice list showing tenants, amounts, due dates, proof of transfer and confirmation status.

UI/UX DesignerYukStay2020Building YukStay's payment system from scratchPayments ran on bank transfers and WhatsApp screenshots. The work was less about the checkout screen than about getting ops, finance, agents and engineering to agree on one billing model.Built from scratch with Stripe as payment gateway; Stripe's first project in Indonesia

YukStay unit detail page with the visit scheduler open: price options per contract length, a date picker and a time-slot grid showing which slots are free.

UI/UX DesignerYukStay2021Rebuilding YukStay's booking flow and homepageTwo projects that ran as one. The website could not show which visit slots were free, and it could not help anyone find the right unit. Both fixes came from the same method: talk to the ops and agent teams, then benchmark hard.Schedule visit rate moved from single-digit into double-digit percent

All case studies

How I lead

What to hold, and what to hand over.

Going from three projects to eight or ten in parallel forced the change. I delegated supervision of secondary work to senior designers, kept my own focus on the one to three projects that mattered, and made it safe for seniors to flag drift early.

The hardest version of that test was Moladin, where the team went from 15 → 10 → 4 designers while still shipping everything it had committed to.

Read how I lead

Other work

Earlier projects, exploration, and the teaching.

A gallery of earlier product work alongside what I do outside a product team: mentoring at ADPList and tutoring UI/UX at Rakamin Academy, where I built curriculum and assignments, and taught across Kampus Merdeka, Prakerja and the Rakamin bootcamp.

Teaching keeps the fundamentals honest. Explaining a decision to someone who has not seen the research is a quick way to find out whether the decision was real.

See other work

MentoringADPList mentor, and UI/UX tutor at Rakamin Academy, 2022 to 2024
Design systemsBuilt from scratch at YukStay, SpaceStock, Ula and CoHive
Early careerQA at Gameloft, Jurnal and CoHive: tests, bug reports and evidence